Thirsty Camel goes for double entendre with ‘hump’ push
In a brand refresh campaign for Thirsty Camel that launches tomorrow, the bottleshop chain has gone for double entendre to build rapport with drinkers with a play on the word “hump”.
On posters, the word has been placed over public messages, such as ‘casual parking’ and ‘express post’ to give them sexual connotations.
Thirsty Camel’s creative agency, Twenty20, confirmed that the ‘Hump’ stickers were not used as ambient media executions and were taken down after being photographed.
The ‘Think Camel’ campaign will run in Victoria and Tasmania on free to air and digital TV, online and in social media.
Thirsty Camel’s marketing communications manager, Leah Menzies, noted: “It’s been a few years since our successful launch so the ‘Think Camel’ campaign provides a great opportunity to refresh our brand and reconnect with our customers.”
Credits:
- Client: Leah Menzies (marketing communications manager)
- Agency: Twenty20 Team
- Creative director: Fysh Rutherford
- Senior art director: Andrew Panozzo
- Senior copywriter: Matt Ellis
- Client business manager: Penny Showers
- Digital media developer: Nick Vargheese,
- Media planner/buyer: Florea Nuthall & Mark Tzintzis (OMD)
- TVC director: Matt Weston
- Production House: The Pound
topics
Thirsty Camel
…casual dumping? Probably more likely ‘casual parking’.
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Reminds me a little of Droga’s Airforce One.
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Indeed it was ‘casual parking’. Dumping, humping and parking confused. Apologies, Anon.
Robin – Mumbrella
Such a clever campaign!
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Why would I go there? This ad gives me no reason to?
Forgot we were actually advertising something, did we?
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Nice spot Fysh. Good to see you got those two working for a change.
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Typical, that’s all they ever think about!
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I hate to be ‘that guy’ but this is not an original idea. Actually, it’s a direct copy of the world famous books / website.
http://www.fuckthiswebsite.com/
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I just do not get this campaign.
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Suzanne, What planet are you on?
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Much appreciate the homage.
And for those of you that don’t get it… that’s the point suckers!
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Hi Clever Not good to see you are what you say on your packaging.
Thirsty Camel in and of itself is a cheeky brand. The campaign clearly plays to this and, after a long stint of not conducting brand advertising, they are doing something that speaks directly to their target market and asks people to think about their brand… seems clever to me.
But I’m here on Earth, perhaps the rules are different where you are.
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